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Lead Generation Articles & Book Reviews

John Carlton’s Bar Conversation

What would your ideal customer be saying if you heard him moaning to a bar tender while he was having a drink to relax after a really bad day?

It’s a great question to dig into the mindset of your customers and it was invented (?) and certainly made popular by master copywriter John Carlton.

John is launching another round of his Simple Writing System copywriting mentoring course and this question is one of the elements in his free “try before you buy” Simple Writing System Express Course.

Take this chance to watch his video explaining the bar-room conversation exercise in more detail and get feedback on your interpretation.

>>> Try it and see what you discover – affiliate link

in 4 – Lead Generation, Copywriting

Many business owners want to improve their marketing:

  • They want to attract more qualified leads.
  • Convert more leads into paying customers.
  • Resell to existing and old customers

A fundamental way to improve any activity is by using the Stop Start More Less Process

I have already looked at how this can be applied to how you can improve the way you manage your time to get more achieved.

>>> The Stop Start More Less Matrix For Time Management

The same principles also apply to differentiating your products and services cost effectively.

>> The Stop Start More Less Process For Differentiation Of Products And Services

And in this article, I explain how the process can improve your marketing results.

What Is The Stop Start More Less Process And How Does It Apply To Marketing? [continue reading…]

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Two Step Lead Generation And Conversion

When putting together a marketing campaign, you need to be clear on how many steps you expect to take to create a customer.

In the Seven Step Guerrilla Marketing Plan, I emphasis the importance of knowing what you want customers to do so that you can make your marketing more intentional.

>>> The Guerrilla Marketing Plan – 7 Sentences To Marketing Clarity

There are three main lead generation and conversion techniques:

  1. One step lead generation – sell at the first contact
  2. Two step lead generation – offer something free to get interested people to raise their hands and admit their interest and then convert them into paying customers.
  3. Three step lead generation – use the two step process but with a low price purchase to weed out the buyers from the browsers.

One Step Systems To Create Sales

Here your aim is to create a lead (a person interested in buying) and convert that person into a customer in one go.

This is classic mail order territory although the marketing message can be delivered by direct mail, space advertising in newsletters and magazines or TV commercials. [continue reading…]

in 4 – Lead Generation, 5 – Lead Conversion

Network and Find People Who Can Help You

This is the sixth marketing tip in a series based on

>>> Being Good At Marketing Isn’t A Nice-If But A Must Have

Marketing Tip 6 – Network and Find People Who Can Help You And You Can Help

You may not be a networking natural but it’s important to get out and about and mix with different people.

Partly that’s because running a business can be lonely. You may be on your own for many hours at a time so it’s good to build up a support system.

Who Should You Network With? [continue reading…]

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The Brain Audit By Sean D’Souza – 5 Stars

The Brain Audit : Why Customers Buy
(And Why They Don’t) by Sean D’Souza

Book Review rating – 5 Stars

The Brain Audit by Sean D’Souza is an excellent book about creating a compelling sales message that appeals to your buyers brains without resorting to sleazy tactics.

The Red Bags Metaphor

At the beginning of the book, Sean sets up his copywriting system with a powerful metaphor.

Imagine going to the airport with seven bags and checking them in. You get on the flight and land. After passport control you make your way to the luggage carousel or conveyor belt.

Sean’s question is…

“When do you walk away?” [continue reading…]

in 3 – Your Strategic Positioning, 4 – Lead Generation, Best Business Books

Tested Advertising Methods by John Caples

Book Review Review – 5 Stars

Tested Advertising Methods : Fifth Edition by John Caples and revised by Fred E. Hahn is considered to be a direct response marketing classic.

John Caples was a naval engineer turned advertising man, and like all engineers, he thrived on feedback and analysis.

The only thing that interested him was advertising that sold and he systematically tested small changes to see if he could find things that worked even better.

The great thing about testing when it’s done properly is that, whatever the results, there are lessons to be learnt. [continue reading…]

in 4 – Lead Generation, Best Business Books

How To Reach Out To Your Target Customers

This is the fifth marketing tip in a series based on

>>> Being Good At Marketing Isn’t A Nice-If But A Must Have

Marketing Tip 5 – Outreach Marketing – Reach Out To Your Target Customers

If you have done your market research,

>>> Understand The Customers In Your Market And Find Unexploited Opportunities

you should be in a good position to start a proactive outreach marketing campaign to contact your target customers.

The two main direct response methods that small businesses can easily use are:

  • Direct mail and email
  • Telemarketing

[continue reading…]

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Before you dive into buying particular marketing media, it’s well worth thinking about where your target customers can see and hear your marketing message.

Your message will usually be some kind of direct response offer but can be brand name exposure or even something creative like a competition or survey.

You want:

  • Relevance – to get your marketing message in front of the right people.
  • Reach – to get it in front of as many of your target audience as possible.
  • Impact – to deliver your message in a way that’s hard for people with the specific problem, want or need that you satisfy, to ignore.
  • Cost  and effectiveness – you want a big bang for your buck.

[continue reading…]

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How To Help Prospective Customers Find Your Business

This is the fourth marketing tip in a series based on

>>> Being Good At Marketing Isn’t A Nice-If But A Must Have

Marketing Tip 4 – Search Marketing – How To Help Your Prospective Customers Find Your Business

Ask yourself where prospective customers will look to find out more about their problem, potential solutions and possible suppliers.

How can you encourage them to call you and not your competitors?

You’ll find out when you read the rest of the article.

Will Your Prospective Customers Look In The Yellow Pages?

How can you make your advert stand out and encourage a prospect to call you? Your advert is surrounded by all your competitors, all shouting for attention so it has to connect with what your customers want. [continue reading…]

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Your Marketing Calendar – What, When, Where, Who

Marketing Planning can be broken down into two stages:

  • What you want to achieve and how you intend to make it happen.
  • What marketing activities will you do when.

The first stage is covered very well in a short, powerful marketing plan.

>>> The Guerrilla Marketing Plan – 7 Sentences To Marketing Clarity

The second stage is when you get specific about what you will do in your Marketing Calendar.

What Is A Marketing Calendar? [continue reading…]

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